Laura Wake-Ramos The Pennsylvania State University
CAS 302
Dec 11th, 2012 SOCIAL CAMPAIGN FINAL REPORT LAW 2 PROBLEM STATEMENT AND ANALYSIS Daily exercise is an essential habit to maintain a healthy lifestyle. A study taken place at Ohio State University found that 52% of students were physically inactive or exercised irregularly (USA Today). The steepest decline in the number of people who are involved in physical activity occurs during adolescence and early adulthood, so it is crucial that we reach those college student who are not yet regular exercisers, emphasized Janet Buckworth, assistant professor of sport and exercise sciences at Ohio State University. Regular exercise has physiological and psychological benefits that include easier weight control, lowered risk of high blood pressure, improved sleep, stronger bones, greater muscle mass, and improved quality of life (Welch). In order to expect a healthy future, adolescents in college should build exercise into their schedule (Stokes). The Surgeon General recommends that adults be moderately physically active for a minimum of 30 minutes per day, at least five days per week. Studies have shown that walking 15 minutes per day, 5 days per week has proven to increase life expectancy. Results of studies have shown that sports participants were more likely to report intrinsic motives, such as enjoyment or challenge for physical activity, whereas motivations for fitness exercisers were more extrinsic and focused on appearance, weight, and stress management SOCIAL CAMPAIGN FINAL REPORT LAW 3 (Welch). The American College of Sports Medicine recommends that people use lifestyle forms of physical activity, such as hiking, walking, or gardening, as the main methods of exercise since there may be a relationship between intrinsic motivation and exercise adherence (Welch). These forms of exercise are more enjoyable and intrinsically motivating.
The goal of the campaign is to reinforce daily exercise among college students.
Assuming that the majority of students know the consequences of inactivity, the campaign will motivate students to schedule time to exercise within the busy college life of studying, extracurricular activities, clubs, and socializing.
FORMATIVE RESEARCH Formative research revealed the students attitudes on regular exercise. Fifty percent of 3 rd year Architecture students believe that exercise is very important, yet 74% believe they exercise too little. The main factors that prevent 3 rd year architecture students in maintaining their exercise routine are studio deadlines, homework/studying, too tired, and commitment for extracurricular activities. Additionally, 72% of SOCIAL CAMPAIGN FINAL REPORT LAW 4 students would prefer to exercise with friends or a team with common interests, versus 28% that would prefer to exercise alone. These responses conclude that students understand the important of health by exercise, and have an interest in maintaining a physical activity routine. However, time is the deal-breaking factor in the effort. One student claims If I get enough time to exercise, I usually end up using it to catch up on sleep. The results of Formative research was the defining factors of the campaign, in regards of: 1. Campaign goals The campaign goals supported that the campaign should be to reinforce daily exercise, rather than create, convert, or maintain. There is an existing understanding of the benefits of exercise, and an intention to exercise regularly or more. 2. Target audience The purpose of targeting 3 rd year architecture intends to represent a sample of college students. These students in a rigorous program have almost identical academic schedules. Ideally, organizing a campaign among students with similar academic schedules would be easier, and students would be able to exercise together. 3. Message design SOCIAL CAMPAIGN FINAL REPORT LAW 5 Message design was the most important factor developed from Formative research. The campaign was administered during a deadline week, when students are focused on printing multiple large boards. Additionally, students already understand the importance of exercise, the campaign had to be sensitive to not insult their intelligence on exercise, or assume the lowest physical fitness. The campaigns novel focus could target on how physical activity will improve the students as students. Message design will focus on how regular physical activity reduces stress, improves concentration, and is enjoyable with friends. 4. Plans for evaluation A post-campaign online survey will be posted for students to answer a series of questions to measure the students reactions and the success of the campaign. An online survey was successful for Formative, because about 1/3 of the class responded.
THEORY AND MESSAGES Certain theories that played an important role in choice of channels, audience analysis, and message design: 1. Habit SOCIAL CAMPAIGN FINAL REPORT LAW 6 Habit determines behavior. Students maintain an exercise routine, or continue to be physical inactive by habit. The conclusions of Ouellete & Wood (1998) created strategies for changing habits, which have been implemented into the campaign. First factor is to formulate a new intention. This factor emphasizes to introduce novel information. By introducing novel information to the students, by sharing uncommon facts on the benefits of exercise, may motivate students to become more active. An example of these facts are studies have shown that consistent physical activity among individuals decreases tension, reduces fatigue, improves alertness/concentration, enhances cognitive function, improves sleep, and stabilizes mood, Studies have shown that individuals are more likely to commit to a routine with an exercise buddy, Five minutes of aerobic exercise can begin to stimulate these anti-stress effect, and Students who exercise regularly have an average of 0.4 higher GPAs (on a 4.0 scale) than students who dont exercise. Second factor is to leverage disruption of habit patterns. This means, there must be a good reason to break habitual patterns. In message design, time delivery of messages must be thought through accordingly. Before the actual campaign week, there SOCIAL CAMPAIGN FINAL REPORT LAW 7 would be an advertising week, which would allow students a week to become acquainted with the project before it is implemented during a crucial project deadline week. Third factor in strategizing change habit is self-control. This factor emphasizes that its hard to have just willpower, because this requires work, which requires energy. The messages for the campaign should motivate and encourage that physical activity is enjoyable, not work or an invaluable use of time. Messages should emphasize enjoyment. Another aspect that this factor contributed to was to use word-of-mouth. Personally approaching individuals or smaller groups about the campaign will help spread a positive message, so others will become more interested. Fourth factor is implementing intentions. This factor identifies an ifthen situation, so if messages are presented persuasively, students will begin to think if I exercise regularly, then and have their own habit motivator, whether that is better student, enjoyment, or health. Fifth factor is remembering to do the action. For this particular campaign to reinforce daily exercise, its important for remind students to make the commitment daily. The campaign would benefit in using different media to reach to all the SOCIAL CAMPAIGN FINAL REPORT LAW 8 students. The campaign utilizes a variety of media, such as email notifications, Facebook Group, and a printed poster in studio. The sixth factor is perceived behavioral control, as in a way to provide evidence of success or failure. If students are recognized for their success, then this would motivate them to continue the activity. The campaign should reward those who participates and became active. Friendly competition would also be a motivator. 2. Metaphors Metaphors are a way to create a shared understanding. The theory of metaphors, suggests that effective metaphors can persuade via problem definition, causal relationships, moral evaluation, or possible solutions. If a metaphor is used effectively, the basic concept can build the idea. There are a few known strategies in developing an effective metaphor. Metaphors are most effective when they have a familiar base, with a novel idea and complex relationship. Effective metaphors are used early in the message as organizational devices. These ideas were adapted into the campaign in the introduction email sent on the first day of advertisement week. The introduction email opens with a short narrative describing the next couple weeks of studio deadlines. The goal was to create a shared SOCIAL CAMPAIGN FINAL REPORT LAW 9 understanding, and create a metaphorical reason why there is this campaign. There were some metaphors used in this narrative, for example the term work-mode coma describes how students work and work for hours of lost time in the night. A narrative introduction was a more powerful tool than diving into the specifics of the campaign.
IMPLEMENTATION The campaign was a series of messages and physical activity events. The entire campaign was two weeks long. The first week was advertising week, which was the week of introducing the campaign to the students, and creating the main mediums of communication to students. Adding students to the Facebook Group and inviting them to the Events, and designing a poster to put hung in studio for the week. Over the length of 7 days, the campaign was spread thru the mediums of Facebook, email, and word-of-mouth. The communication was a means of preparation and awareness, so that students would not be surprised during the campaign-deadline week. The following week was campaign week. The campaign, named Get Up and Get Moving! was broken into 6 days, each with a different physical activity. Each of these activities were different, to gain the most interest among students. Day #1 called Walk it Out was a 15 minutes SOCIAL CAMPAIGN FINAL REPORT LAW 10 group walk after studio 5:30. The walk was described as a retreat from studio. Day #2 was Stretch and Refresh! was an activity to stretch and reduce stress in studio. There were two sessions held in the Stuckeman Family Building. Stretch and Refresh incorporated stress relieving breathing exercises, and fliexibility. Day #3 was Step it Up! This was an all-day, independent event, when students were to mark if they were successful in climbing the stairs. Day #4 was Power Hour! This was an all- day event, which could be carried out independently or in a group. Students were to do 10 reps of a chosen activity on the hour, at least 6 times through out the day. Friday Funday was the last day of activities, where was an outdoor game. Students were to vote on which activity they wanted to play on the Facebook page through-out the week. Also on Friday Funday, was a Closing Ceremony which was how students were reward. Get Up and Get Moving recognized those who participated in an event this week, and those who participated in every event this week. Finally, the survey was implemented as an Event, so that studio wouldnt. The last event was a Reactions survey which was open for all students, even those who didnt participate actively doing.
EVALUATION Overall, the Get Up and Get Moving campaign could be regarded as a success. In the afternoon the introduction email was sent, numerous SOCIAL CAMPAIGN FINAL REPORT LAW 11 people stated they were looking forward to the campaign week and being involved in the activities. In all, 23 individual students out of 58 students participated in at least one Get Up and Get Moving activity. The most popular activity was Stretch and Refresh, with 13 participants. On average, at least 10 students participated in each event through out the week. The Reactions survey was an important method in evaluating the campaign success. Students agree that their physical activity was on target of an average week. This means their physical activity did not decrease this week. Students were asked to select what was their first emotional reactions to the introduction email. Most students selected happy and interested, while only two selected annoyed. This means that the messages were successful in motivating, and not turning away students. Students were also asked a similar question, to select their emotional reaction towards Get Up and Get Moving at the end of the campaign. 100% of the students answered Happy. One students commented Happy it happened, sad that there isnt a permanent physical activity group in studio. A majority of the students in the reactions survey believe that if Get Up and Get Moving were to last 20 days instead of 5 days, they were definitely see an increase in their physical activity. The main reason why students didnt participate in an activity was due to a scheduled SOCIAL CAMPAIGN FINAL REPORT LAW 12 obligation, and the main reason why students did participate was because they felt ready for a break at the time. The voted favorite activity was Stretch and Refresh. If Get Up and Get Moving were to last longer than 5 days, there could be more Stretch and Refresh sessions, as well as Friday Funday sessions, because they were voted to be of most interest.
PROCESS ANALYSIS If I were to do the campaign again, I would try to organize the campaign to have it last longer. For future CAS 302 students, I would advise to start thinking about your campaign right away. Its a major focus and major grade in CAS, so I would recommend to take your idea seriously otherwise the semester will be very difficult.
SUMMARY The Get Up and Get Moving! campaign is to reinforce daily exercise among college students. The series of activity and communication are organized in hopes to raise awareness of the consequence of physical inactivity. The campaign is a series of different activities, so that at least one of the activities would interest students.